Perceiving Customer Preferences in Product Innovation of Fashion Startup using Blue Ocean Strategy

doi:10.37715/rmbe.v2i2.3402

Paper

Perceiving Customer Preferences in Product Innovation of Fashion Startup using Blue Ocean Strategy

Published Dec 13, 2022 · Livia Supranata, Tony Antonio

International Journal of Review Management Business and Entrepreneurship (RMBE)

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Abstract

This study aims to investigate the creation of product innovation towards fashion start-up business by applying Blue Ocean Strategy. This study explores customers’ preferences towards fashion product as the basis of fashion product innovation. Furthermore, customers’ preferences also works as the basis for adjustment to the company’s value offered to the market. This research uses a descriptive qualitative approach where informants are determined using a combination of snowball sampling and purposive sampling technique with 9 informants, consisting of 5 consumers, 2 competitors, and 2 fashion experts. The research object is Elvier, a fashion start-up brand with evening wear products. The data collection method in this research is done using semi-structured interviews and documentation. Finally, Source triangulation is used to gain validity and reliability for this research. The research finds that design, quality and price were found to be the key drivers for customers’ purchasing decision. Furthermore, brand identity also plays an important role that influences customers’ consideration. Several hidden pain points were also discovered which are used to help creating product innovation that fits the customers’ needs. Perceiving customer’s preferences is practically needed to develop and design innovative product. Blue Ocean Strategy is not only help to map where the company could be, based on customer’s preferences and needs, but also to reveal customer’s hidden pain points as considerations to creatively solve customer’s problem by innovating new product.

Study Snapshot

Perceiving customer preferences, including design, quality, and price, is crucial for fashion start-ups to innovate products that meet their needs and address hidden pain points.

PopulationOlder adults (50-71 years)

Sample size24

MethodsObservational

OutcomesBody Mass Index projections

ResultsSocial networks mitigate obesity in older groups.

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Perceiving Customer Preferences in Product Innovation of Fashion Startup using Blue Ocean Strategy

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References

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Qualitative descriptive research is a flexible and useful approach in nursing and healthcare research, but its application needs improvement in consistency and transparency.

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Process innovation in the global fashion industry can boost success and efficiency, while brand concepts and company DNA can drive process innovation and revolutionize the retail model.

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Social marketing can change behaviors for good by identifying barriers, benefits, motivators, and competition, then developing strategies to overcome these barriers and achieve goals.

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